Luxurious mansion is the high priced product appeared recently in real estate market. The surging demand of luxurious mansion manufactured the unimaginable high priced sales in the market. Because of its irreplaceable and uniqueness, the sales of luxurious mansions represent an indicator of overall residential situations; and impact the real estate market.

This study is taking luxurious mansion as the research subject. Consumer behaviors and the psychological rationale are the backbones of the study. The purpose is to explore the behavioral characteristics of those who positioned in the top of the social pyramid and would purchase luxurious mansions.

The conclusion of this study is listed below:
1. Consumers who emphasize on symbolic meanings have stronger intension to buy luxurious mansion.
2. Consumers who are looking highly upon material life have stronger intension to buy luxurious mansion.
3. Consumers who emphasize on self-value have stronger intension to buy luxurious mansion.
4. Consumers who are pretentious and powerful have stronger intension to buy luxurious mansion.
5. Consumers who are looking highly on personal appearance do not show any impact on the intension of purchasing a luxurious mansion.
6. Consumers who emphasize on self-achievements have stronger intension to buy luxurious mansion

After understanding the actual demand, preference, motivation of purchasing a luxurious mansion, and the feature of purchasing behavior of customers, we can provide the result of this study to the developer of real estate. The result can help them to get more understanding about consumers’ motivation, behavior, and major factors that affect consumers’ willingness to purchase a luxurious mansion. Based on this information, developers can make a better marketing plan and project design.